Fast Track Digital Marketing Training
This intensive two-day course gives marketers a complete overview of all the essential digital marketing discipline, how they can work together in your marketing strategy and highlight areas for further in-depth learning. The course will look at the key considerations for digital marketers, how to build the dream online strategy and assess what the future has in store.
This course will run through the acquisition tools (search, affiliate marketing, display advertising) and retention techniques (email, web personalisation) as well as some of the management issues (legal issues, data gathering, integration with offline activity).
It will also demystify the technical jargon commonly used in digital marketing such as RSS feeds, mash-ups, tag clouds, AJAX, social bookmarking and more...all in a simple, easy to understand way.
Each course participant gets a COMPLIMENTARY Silver Membership (worth USD495/year) to Econsultancy for 1 year. This Silver Membership offers unparalleled access to Econsultancy’s rich resources of digital marketing reports, best practice and beginner’s guides, stats, events, blogs and forums. Check out more benefits of the Silver Membership on http://econsultancy.com/us/membership.
This is a licensed program by Econsultancy of UK (www.econsultancy.com), a global leader in digital marketing training, research and consulting, and the first time Econsultancy is running a public course in Singapore.
Detail
| Date: |
05 Jul 2012 - 06 Jul 2012 20 Sep 2012 - 21 Sep 2012 |
| Duration: |
2, day(s) 9:00AM - 5:00PM |
| Fee: | $980.00 |
| Venue: | 51 Anson Road, #03-53 Anson Centre Singapore 079904 |
Fees are subjected to prevailing GST of 7%
For more information, please contact JobsDB Learning at 65788111 or email to learning@jobsdb.com.sg
Payment must be made before the commencement of the workshop. No cancellation is allowed 7 days prior to workshop.
Outline
The course is broken down into manageable modules most of which include either exercises or case studies for you to
work through.
Setting the Scene
· What do we mean by digital marketing?
· Why integration is important
· Some key terms and definitions
· Who is online?
· How do people use the internet?
· Knowing your customers – external resources
· Knowing your customers – internal data
Planning and Strategy
· What is different about planning online?
· Some planning models to build with
· Budgeting – why it is different in digital marketing
· A few legal considerations
Gathering Data
· Why you need to identify individuals
· What data do you need to gather?
· Click-stream data – you are what you click
Website Design and Usability
· Setting objectives
· Planning your website – functionality, navigation and content
· Customer personas and customer journeys
· Copywriting for the web
· Usability testing – how to make sure things are working
· What’s new – on-demand video, mashups, user generated content
Tracking and Measurement
· What can you measure and how do you measure
· What does ‘good’ look like – key metrics
· Traffic-driving – advertising, search, email, affiliates and referrals
· Web measurement – what you can track and how you can use it
Testing in Digital Marketing
· Why online is a testing paradise
· How do you test?
· What can you test?
Creative Considerations
· How is writing for the web different to offline?
· Costs, skills and time-scales – how to manage the creative process
· Tone of voice guidelines
· An integrated creative experience from offline to online
· Some great websites and emails to get you thinking
The Digital Marketing Toolkit
· Display Advertising – pricing, creative and optimisation
· SEO – what is it and how do you do it better?
· Paid Search – what is it and how do you do it better?
· Affiliate Marketing – what is it and how do you do it better?
· Email marketing – acquisition and retention
· Viral Marketing – why it's hard to get it right
· Online PR – what are the secrets?
· Interactive TV – what can it do for your business?
· Mobile – acquisition and retention…anywhere!
· Other acquisition tools – gaming, blogging, podcasting
Summary
· Key considerations for digital marketers
· What will the future hold?
· How to build the dream online strategy
· Further reading and sites to keep an eye on
Facilitators
Ang Eu Gene has spent over 15 years in sales and marketing in top global firms like DHL, FedEx and 3M. Eu Gene
has led sales and marketing teams in these organisations, and was a Director of Sales & Marketing in his previous
position.
He has built an in-depth knowledge in the areas of sales and marketing, and specialises in sales training & consulting,
internet marketing, new media strategy and business processes.
Eu Gene holds a Master in Business Administration (MBA), Marketing, from the Nanyang Business School and a
Bachelor in Business Administration, BBA Marketing (1st Class Honours) from the National University of Singapore,
and held 3 scholarships.
Who Should Attend
This course is ideal for those with experience of traditional, offline marketing but little or no exposure to online
marketing channels, or those with experience in specific digital disciplines who want to know how different channels
can fit together
Objectives
· Weave together acquisition and retention tools to deliver an efficient digital marketing strategy.
· Build great websites through content, navigation and optimising them using analytics.
· Evaluate traffic-driving techniques to get more of the right people to your site, profitably.
· Use log-ins and email marketing to stay close and build long-term relationships